Responsible for Braun and Oral-B in Central Asia.- Relaunched Braun and Oral-B toothbrushes:Developed and implemented business strategy and go-to-market plan from scratch, including a complete portfolio relaunch and the first-ever media and sales support for the brands.- Launched Oral-B toothpaste (18 SKUs):Directed the launch of Oral-B toothpaste, driving market entry, improving category profitability and establishing the products positioning in the competitive landscape (portfolio architecture, pricing positioning, media&consumer marketing strategies, shelving guidelines).

Responsible for Braun in Russia.Led the development and execution of Braun brand strategy in Russia, including media communication, joint business plans with key customers, e-commerce activation and portfolio management by channels.

Responsible for Kinder Seasonal- Led end-to-end new products development & portfolio strategy: from concept ideation and consumer insights analysis to packaging, pricing, and go-to-market execution (launched 5 new seasonal SKUs, 1 SKU was switched from seasonal to base portfolio based on performance).- Spreadheaded new Christmas communication platform based on insights from consumer research and managed TV campaign development with creative agency from briefing stage to animatic test.- Developed and executed 360 marketing gifting campaigns for 3 seasonal occasions with communication above and below the line, incl. Christmas digital greetings campaign and 1st ever digital on pack activation within Ferrero worldwide (~15 games were developed available via scanning pack through camera phone – Shazam Visual Recognition).- P&L management (Kinder Seasonal had the highest marginality among whole portfolio)- Demand planningResults:- Drove 5% sell-out volume growth year-over-year, reversing declining trend. Increased volume sell-in of best-seller seasonal SKU (30% in Kinder seasonal portfolio) by +8% year-over-year and transferred it from Seasonal to all-year-around portfolio.- Reached 400M of registration for Christmas digital greetings campaign (the largest # in campaign history).- Cut destruction costs by 50% year-over-year through efficient planning and increased volume sales.

Responsible for Prostokvashino- Directed the development and launch of a new hard cheese category, overseeing full business and product model creation, including market analysis, product development, financial modeling and go-to-market execution. - Led new TV campaign creation for curd segment- P&L managementResults:Launched 2 SKUs of hard cheese with the highest Net Sales/kg brought 3% of incremental value sales for total Danone portfolio in 6 months after launch.

Responsible for Rastishka- Executed 3 national marketing campaigns (incl. collaboration with Disney and Nickelodeon) with 360 support:i) Managed pack designs & developed toys-inserts (from creative idea to shelf);ii) Led trade activations with biggest RU NKAs (X5 & Magnit);iii) Contributed to TV copy & digital creatives development;iv) Spreadheaded digital on pack activation – augmented reality via Shazam Visual Recognition (25 games were developed).- Directed portfolio optimization and new products development (flavors and new categories)- Brand budget managementResults:- Drove brand sell-in volume growth by +3% year-over-year after 2-year brand decline.- Designed digital on pack activation was the most successful all over the world at that time (5M+of scans per 3 months).

Led new product launches (all categories) from Sales department: i) Development of assortment strategy by channel, innovation pipeline implementation; ii) Distribution target setting by innovations/channels/clients; iii) KPIs tracking (volumes, distribution, off takes, service level etc.)

- Led development of national merchandising guidelines (all key accounts formats)
- Spreadheaded a project of shelf share assessment with target setting and execution control- Developed and conducted trainings for sales force
 on merchandising principles- Initiated and evaluate shopper studies, shelf tests
- Category vision co-creation: market analysis & gaps identification; # of SKUs & lay-out recommendations

- Led portfolio management of all 9 dairy brands in one of top 3 NKAs (X5 - Perekrestok, Karusel): i) Optimized assortment based on the deep understanding of market development and company’s and customer’s strategies; ii) Efficiency analysis of new launches (volume/value/distribution, potential by trade channels, listing possibility); iii) Monthly business review preparation
- Guided full-cycle CatMan project: i) Made recommendations on assortment (incl. competitors); ii) Led shelf space planning (planning of segments’ lay out, developing of planograms/navigation) and its in-store implementation; iii) Developed and executed in-store decoration